Deadline states that the pause ads are specifically designed to reflect the contextually relevant. Ideally, when the viewers pause they would receive ads on something matching what’s happening on their screen, which include pricing, deals, reviews and information on Prime shipping.

According to Deadline, the newly implemented advertisements we be available on Prime Video, which averages a monthly ad-supported reach of more than 130 million customers (pegged by eMarketer in 2024), and 88% of Prime Video viewers in the U.S. have shopped on Amazon. The tech giant plans to take advantage of these correlation numbers.

Deadline also mentions that Amazon debuted three new streaming TV ad formats centered on interactivity at its inaugural upfront in 2024. Reportedly, brands using them have seen a 28% greater purchase intent, 30% lift in brand awareness, and +36 more orders in general.

“Our ad formats are proven to drive measurable action on and off Amazon,” Deadline quotes Alan Moss, Vice President of Global Ad Sales for Amazon. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”